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Thursday, May 25, 2017
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Marketing

The painful truth about hotel loyalty programs

For years, marketing gurus and experts have taught hoteliers to focus on driving bookings from their loyal customers. These are the guests who book a few times during the year. Admittedly, this seems like one of the smartest and most sound hotel marketing strategies around to boost direct bookings – market to the people who already know and love you. The …

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Why you should dig deep and analyse the way guests search online

Traveller search and booking behaviour can encompass a huge amount of variables at times, and hotels need to dig deep into analysis to ensure they’re targeting their markets properly. Because the path to purchase is often long and diverse, it can be hard for hotels to pin down one area they need to focus on. The amount of factors that …

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Holiday Inn Express brand launches new campaign

InterContinental Hotels Group has announced the launch of the newest Holiday Inn Express brand campaign, Be The Readiest, and its partnership with Jukin Media, a digital entertainment company. The newest iteration of the beloved Stay Smart campaign shows how the Holiday Inn Express brand helps its guests go from ready to the readiest in a series of creative vignettes— produced …

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Watch what happens when OTA users actually shop online

Everybody has theories about why so many people prefer to shop for hotels on OTAs… but have you ever actually seen them do it? To find out why so many guests prefer booking hotel stays on an OTA instead of a hotel brand/direct website, Tambourine hired UserTesting.com, a well-known website testing company that records unbiased (but demographically relevant) consumers while they …

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What does Expedia’s new sentiment analysis tool actually do?

Expedia has announced Guest Review Insights, a new sentiment analysis tool it claims will help hotels manage and improve their online reputation, and as a result, attract more travellers while maximising guest experiences on property. Guest reviews are valuable to both hotels and potential guests, but extracting actionable insights from them can be time consuming and costly, leaving many hotels …

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3 quick wins to get your guests to commit to a hotel reservation

There’s nothing more frustrating for a hotel than when all their great marketing work pays off and huge traffic flows to their website, only to see a minimal increase in bookings. Driving as much traffic as possible is certainly important, but the harsh reality is most visitors abandon their booking. The general industry conversion rate on travel and hospitality websites …

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Sydney edges Melbourne out for top spot in Australia

TripAdvisor ranked regions from Noosa to Airlie Beach to the Gold Coast to Exmouth… but Sydney won top billing in the 2017 Travellers’ Choice awards for destinations in Australia. In Australia, Melbourne was second while the World Heritage-listed Lord Howe Island took the number three spot. Queensland destinations of Gold Coast, Magnetic Island, Noosa, Port Douglas and Airlie Beach made up half of the …

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How can smaller hotel chains compete with mega chains?

Hotel guests are increasingly valuing the digital experience – often more than other amenities a hotel might offer – but how can smaller hotel chains implement the technology to compete with ‘mega chains’? Derrick Lee, VP global & vertical accounts at ALE, shares his view on how new developments in digital communications technology are enabling smaller hospitality companies to embrace …

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Why you should treat every guest like a “foodie”

Convey a richer experience by celebrating your remarkable and locally inspired F&B. After the financial recessions in the early 2000s and again in 2008, consumer behaviour shifted from consumption of expensive goods to an emphasis on enjoying life’s little experiences.

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